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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why K-Pop Rules Fashion Week

From Prada to Dior, fashion’s embrace of Korean pop stars is going into overdrive as brands look to Asian consumers to fuel growth.
Enhypen attended Prada Autumn/Winter 2023 menswear show in Milan.
K-pop boyband Enhypen members attended Prada Autumn/Winter 2023 menswear show in Milan. (Getty Images)

Outside Prada’s menswear show in Milan Sunday, the street was packed with screaming fans, most of whom seemed to have turned out for Korean pop group Enhypen, who attended the event. Devotees at times broke into song, intoning the boy band’s hits.

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Further Reading

At Louis Vuitton, a New CEO’s Mission

This week, Dior’s Pietro Beccari was named CEO of LVMH flagship Louis Vuitton, luxury’s biggest brand with €20 billion in annual sales. The job comes with high stakes and big shoes to fill.

Why Prada Is Hiring a New CEO

Patrizio Bertelli and Miuccia Prada are stepping down as the group’s co-CEOs, passing the reins to former Luxottica chief Andrea Guerra and hiring a new leader for their flagship Prada brand.

About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

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